Self-driving cars are a hot topic today, but if you had to choose would you rather your children ride in an autonomous vehicle or drive with a stranger? You may be surprised to learn that 67 per cent of adults would opt for the self-driving car.<\/p>\n\n\n\n
That insight is one of many revealed in the 2019 Looking Further with Ford Trends Report. The report takes a deep look into the drivers of behavioural change, specifically uncovering the dynamic relationships consumers have with the shifting landscape of technology.<\/p>\n\n\n\n
Change is not always easy \u2013 particularly when it is driven by forces outside of our control. In a global survey of 14 countries, including Saudi Arabia and the United Arab Emirates, Ford\u2019s research revealed that 87 per cent of adults believe technology is the biggest driver of change. And while 79 per cent of adults maintain that technology is a force for good, there are large segments of the population that have significant concerns. Some are afraid of artificial intelligence. Others fear the impact of technology on our emotional wellbeing.<\/p>\n\n\n\n
\u201cIndividually and collectively, these behavioural changes can take us from feeling helpless to feeling empowered and unleash a world of wonder, hope and progress,\u201d said Sheryl Connelly, Ford global consumer trends and futuring manager. \u201cAt Ford we are deeply focused on human-centric design and are committed to finding mobility solutions that help improve the lives of consumers and their communities. In the context of change, we have to protect what we consider most valuable \u2013 having a trusted relationship with our customers. So we are always deliberate and thoughtful about how we navigate change.\u201d<\/p>\n\n\n\n
Here are a few key insights from Ford\u2019s 7th annual Trends Report:
Almost half of people around the world believe that fear drives change and 7 in 10 say that they are energised by change
87 per cent agree that technology is the biggest driver of today\u2019s change and almost 8 in 10 citizens believe that technology is a force for good
45 per cent of adults globally reported that they envy people who can disconnect from their devices
7 out of 10 consumers agreed that we should have a mandatory timeout from our devices
Ford\u2019s Trend Report serves as a blueprint for understanding how key patterns of consumer behaviour around the globe are expected to influence consumers and corporations in 2019 and beyond.
Here are the 7 Trends for 2019:<\/p>\n\n\n\n
The Tech Divide \u2013 Technology has a profound impact on how we connect with and see the world \u2013 more than ever before. Yet, there\u2019s an underlying tension between those who have access and believe it\u2019s a force for good and those who don\u2019t have access. At Ford, technology is used to make mobility smarter, safer and more convenient for people around the world. The company is deliberate about the technology used, and educating consumers on how to use technology smartly, thoughtfully and in ways that add value to their lives. In some cities, the company leverages the work of the City Solutions team which helps residents move more freely.<\/p>\n\n\n\n
Digital Detox \u2013 Despite being tethered to our devices, trends show that many are increasingly aware of \u2013 and alarmed by \u2013 their device dependency and seeking ways to hold themselves accountable for the time they spend online. Ford has studied the effects of high-performance race-car driving on the brain. The company is applying data uncovered in its research of these \u201cbuzz moments\u201d \u2014 the thrills that play a vital role in overall wellness \u2014 to better understand how to improve drivers\u2019 experience and mindset behind the wheel.<\/p>\n\n\n\n
Reclaiming Control \u2013 In a world where control feels so out of grasp for many, consumers are looking for ways to reclaim agency over their lives where self-improvement is paramount. As part of Ford\u2019s human-centered design process, empathy research is conducted to understand people\u2019s needs and habits \u2013 including university professors, tri-athletes, and everyday layman. The company uses this research to develop tools and vehicles, such as Ford Co-Pilot 360\u2122, which are designed to help consumers feel more in control and less stressed when on the road.<\/p>\n\n\n\n
Many Faces of Me \u2013 With social media playing such a large part in consumers\u2019 lives, today many portray various personas \u2013 from who they are in real life to how they depict themselves online, which ultimately impacts what they buy, wear and drive, as well as their technology choices. Ford understands that a vehicle is a reflection of a driver\u2019s sense of self and as such, the vehicles are designed to speak to an individual\u2019s needs while reinforcing and projecting who they are. The all-new 2019 Ford Ranger gives drivers the maneuverability of a mid-size truck to commute to work in the city and also the ruggedness and capability to explore their adventurous side on the weekend.<\/p>\n\n\n\n
Life\u2019s Work \u2013 How we perceive work has changed with many global citizens now working to live, not living to work. Companies are responding in kind: with benefits, sabbaticals and extended leave being offered, as well as opportunities for mental enrichment and more. Ford believes that talent is strengthened when people are encouraged to experience the world around them and give back to the community. The company\u2019s 30 under 30 program allows young employees to take paid time away from their jobs to learn about philanthropic organisations and strategise ways to connect them to future donors and volunteers, helping them to make an impact on their communities.<\/p>\n\n\n\n
Eco-Momentum \u2013 While changing lifelong habits can be hard, consumers overwhelmingly agree that environmental progress will depend on changes in human behaviour and many look for guidance on how and where to improve their environmental footprint. Sustainable practices are critical to the health of the environment and to Ford\u2019s success. We\u2019re also focused on reducing emissions from our vehicles by doing our share to deliver on CO2 reductions consistent with the Paris Climate Accord. We already charted our course for the future to invest in 16 fully electric vehicles within a global portfolio of 40 electrified vehicles through 2022.<\/p>\n\n\n\n
Easy Street \u2013 The mobility journey isn\u2019t as simple as going from point A to B, it\u2019s about what we do with our time along the way. Americans spend more time in their cars than they receive vacation time so the ability to get things done while on the road could change the commute experience as we know it. Ford believes that self-driving vehicles will reduce society\u2019s pain points and expand access to transportation and goods delivery. The company is working with companies to understand how goods delivery through the use of self-driving vehicles can be improved. An example of this is a pilot program Ford is conducting with Walmart and Postmates, exploring how self-driving vehicles can complement Walmart\u2019s home delivery offerings.<\/p>\n\n\n\n
For the full Looking Further with Ford 2019 Trends Report, please visit www.fordtrends.com.<\/p>\n","protected":false},"excerpt":{"rendered":"
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